Discover the World Marketing is targeting a hike in trade business following a deal to represent Las Vegas hotel chain Harrah’s in the UK.
The sales representation, marketing and outsourcing specialist will be representing seven properties on the Las Vegas strip: Caesars Palace, Bally’s, Flamingo, Harrah’s, Imperial Palace, Paris, and Rio All-Suite Hotel & Casino. They range from budget to four-star accommodation.
A sales director is being appointed to increase bookings, most of which come through the trade, and target gaps in the market. The company is putting together a training pack with information on the hotel chain’s prices and amenities and plans to roll out educationals and competitions to agents.
The UK is the chain’s third largest market behind the US and Canada, and business is expected to increase as a result of British Airways’ new flight to Las Vegas, to be launched in October.
Chief executive Jenny Adams said the company will look at opportunities to increase sales through all channels, including online. “We want to work with all channels, whether it’s operators, wholesalers or multiples in the leisure or meetings and incentive market,” she said.
The hotel chain previously marketed itself. It has agreements in place with operators such as Virgin Holidays and online agents. “It had agreements with operators on the ground but it needed year-round support on the ground,” added Adams.
Discover the World Marketing already in 51 countries representing more than 60 companies including bmi, Delta, Etihad, Virgin Atlantic, Princess Cruises and Royal Caribbean. Most of its business has traditionally been outside the UK. Its UK office oversees 20 offices worldwide and more than 20 clients.
Vice president Rob Pope said several further UK deals were in the pipeline. “We have not had a strategy to build our UK sales representation arm before because we have been focused on managing the whole region we represent. We have come out of our shell and made it known through existing clients that we can do UK work for them.”
Adams said the UK business had increased over the past 12 months because of the recession as companies have sought to cut costs through outsourcing, and increasing awareness of its work behind trade brands. “The recession is making people rethink their infrastructure costs and look at new solutions,” she added.